With the rise of cross media consumption, consumers can now choose to tune into content anytime and anywhere. This phenomenon allows them to be the drivers
of their experiences and interactions with marketers and highlights the importance of a multi-channeled approach to reaching consumers. This chapter
of the Australian Connected Consumers Report 2016 analyses
online behaviour across media and screens, specifically delving into traditional TV, online catch-up and subscription services, pirating, multi-screening
and device usage. These developments provide brands with new opportunities and challenges which can help or hinder them in their rapidly changing environment.